Chinese Consumers' E-Learning Satisfaction and Continuance Purchase Intention on Paid Online Python Course

Jingjing Zhang, Long She, Dongyuan Wang, Ali Shafiq

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Abstract

With the development of internet technology, e-learning has become an essential part of the modern education system. However, the e-learning market faces enormous competition. Consumers’ continuance purchase intention has become a vital factor in the success of e-learning courses. Thus, factors that influence consumers’ continuance purchase intention should be examined in the e-learning market. However, little research has focused on identifying the continuance purchase intention of an e-learning course. Based on the information system continuity model ISC), this paper develops a research model to investigate the factors influencing satisfaction and continuance purchase intention in e-learning. A cross-sectional, questionnaire-based research design was
used in this study. We collected data from consumers who had enrolled in paid online Python courses. In total, 508 paid online Python course users completed the online survey. SmartPLS software was used for data analysis. The results demonstrated that
perceived course quality, service quality, convenience, and usefulness significantly affect consumers’ satisfaction with the experience course. Moreover, the findings show that satisfaction, self-efficacy, and e-word of mouth (e-WOM) determine the consumers’ continuance purchase intention of the reminder course. This study also found that satisfaction mediates the effects of experience courses on consumers’ continuance purchase intention of the online Python course. The implications for theory and practice and future research directions are discussed.
Original languageEnglish
Article number849627
Number of pages14
JournalFrontiers in Psychology
Volume13
Early online date13 Jun 2022
DOIs
Publication statusPublished - 13 Jun 2022

Bibliographical note

This is an open-access article distributed under the terms of the Creative Commons Attribution License (CC BY). The use, distribution or reproduction in other forums is permitted, provided the original author(s) and the copyright owner(s) are credited and that the original publication in this journal is cited, in accordance with accepted academic practice. No use, distribution or reproduction is permitted which does not comply with these terms.

Keywords

  • Python course
  • continuance purchase intention
  • e-learning
  • e-word of mouth
  • satisfaction
  • self-efficacy

ASJC Scopus subject areas

  • Psychology(all)

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